E-commerce platform Jabong has rolled out what it labels its 'largest ever' brand campaign. The campaign has been conceptualised by Bates CHI&Partners and takes the brand's 'Be You' positioning further.
The two-minute film shows youth being different and experimental with their fashion choices. A voice over says, "I'm not a match. I'm not a catch. Your mom won't call me suitable." Set to a catchy tune, the film showcases edgy and bold fashion choices flaunted by young men and women. It ends with Jabong's 'Be You' message.
Sanjeev Mohanty, CEO and MD, Jabong, said, "This campaign marks the beginning of a new chapter for Jabong. Youth today are confident, comfortable in their skin and ready to make bold choices. They want to be fashionable, yet not be slave to a trend. You could be skinny, plus sized, bold, meek, short or tall – but you are who you are – and fashion helps you 'Be You'. This campaign celebrates their choices, and makes our brand philosophy much more relevant in the current context. After strengthening our fundamentals in last few months, we are bringing the focus back to our brand."
Asheesh Malhotra, president, head – Mumbai and Delhi, Bates CHI& Partners, said, "Fashion isn’t really understood well in our country. Most retailers and e-commerce aggregators have commoditised the category even further. Wearing /selling bright, pretty clothes and putting them on chiselled bodies is equal to fashion. Having spent a good part of his life in the industry, Sanjeev is very passionate about the category; his vision was very clear. He wanted to give fashion its due and redirect the conversation about fashion, which is beyond the fabric and talking to people who want to be fashionable and be comfortable with their bodies and not enslaved by trends. The team delivered a campaign which is rule bending yet not preachy."
Srikanth VS, CEO, Bates CHI&Partners, India, added, "It isn't every day that you come across a client who poses the ultimate challenge to a creative agency, which is to come up with something that redefines advertising in that category forever. Jabong was one such client."
The campaign went on air on 2 June. The film-led campaign will also extend to outdoor and cinema.
Agency: Bates CHI & Partners
CEO: VS Srikanth
President: Asheesh Malhotra
Account director: Bhavesh Nainani
Senior planner: Binita Tripathy
Planner: Devika Sharma
Director (film): Harvey B Brown